Have you wondered how the shift toward real-time data is reshaping the way companies connect with consumers? Traditional methods of third-party data collection and demographic targeting are being replaced by more privacy-conscious approaches. In our next Ask the Expert segment, we explore how Experian and Captify’s partnership is harnessing the power of real-time onsite search data to enhance personalized advertising, address identity fragmentation, and provide valuable insights for navigating modern advertising challenges.
We’re joined by industry leaders, Amelia Waddington, Chief Product Officer at Captify, and Chris Feo, Experian’s SVP of Sales & Partnerships. In this segment, they discuss the complexities of identity and the innovative use of real-time data in digital advertising. Watch the full Q&A below to learn more about these topics and discover how the collaborative efforts of Experian and Captify are shaping the future of personalized advertising.
Understanding the power of real-time marketing data
Real-time data provides an up-to-the-minute view of consumer behavior, enabling marketers to make quick, informed decisions. Captify’s use of real-time search data allows for immediate insights, contrasting with traditional third-party data, which often involves delay and prompted answers. This approach allows marketers to see trends and reactions as they unfold, making it possible to tweak campaigns and strategies and always reach the most in-market consumers. By using Captify’s real-time data, we can predict consumer interests and adapt to market changes quickly.
Staying ahead of market trends with predictive analytics
Captify analyzes more than a billion search signals daily, giving brands a detailed look at changes in audience behavior. These real-time insights help businesses make timely adjustments and reach their audiences in the moments that matter. Beyond digital media, Captify’s multi-channel activation strategy extends to platforms such as connected TV and digital out-of-home, ensuring messages remain relevant and effective.
How Experian and Captify work together
Imagine being able to tailor your ads to consumers’ needs and interests in real time. Our partnership with Captify enhances ad targeting and measurement by combining Experian’s vast Digital Graph with Captify’s real-time intent data. “Captify has evolved beyond relying on third-party cookies in isolation and now uses the Experian Graph to provide a more holistic view of identity at both the individual and household levels” says Amelia Waddington, Chief Product Officer at Captify.
As privacy concerns grow, we have built and continue to invest in a signal-agnostic Digital Graph that can make connections across a wide range of identifiers, including the Experian Living Unit ID (LUID). The LUID is a unique identifier representing each household in the United States, based on real households and real people. This allows essential demographic information to be enriched to a household, enriching first-party data with detailed consumer insights, like age, gender, historical purchase behavior, and future purchase intent. By continuously adding new data and building fresh audiences and segments, we provide greater insights into the consumer base. Our Digital Graph serves as Captify’s identity spine, allowing them to connect identifiers together at both the person and household levels. This helps their clients target ads more accurately across different channels, making it easier to track and understand consumer behavior across platforms like TV, digital, and radio.
Here are five key ways our partnership enhances ad targeting and measurement:
Enhancing personalized advertising with real-time insights
Identity fragmentation is a challenge for marketers because consumer data is scattered across different devices and platforms, making it difficult to effectively understand and target consumers. Experian and Captify’s partnership provides the fuel to help advertisers by integrating real-time search data with identity graphs, allowing for accurate targeting across various channels. By combining Experian’s robust Digital Graph with Captify’s real-time intent data, advertisers can deliver highly personalized ads on connected TV that retain their relevance and impact, no matter where the consumer engages with the content.
“We ingest the Experian Graph as part of our internal Graph, allowing us to connect identifiers together at both person and household levels, which aligns with our expansion into TV, out-of-home, and audio channels.”
Amelia Waddington, Chief Product Officer, Captify
Addressing identity fragmentation
A fragmented identity occurs when consumer data is scattered across different devices and platforms, making it difficult to effectively understand and target consumers. Advertisers need holistic media plans instead of fragmented strategies that risk disengaging consumers, while publishers must demonstrate their platforms’ value by targeting seamlessly.
By enriching and distributing thousands of demographic and behavioral segments, Experian provides the essential data needed to effectively target diverse audiences. Experian’s Digital Graph complements Captify’s data by connecting various identifiers, providing a complete view of individuals and households. This approach helps advertisers overcome fragmentation challenges, and ensure their messages reach the right audience across multiple touchpoints.
Optimizing creative content dynamically
Using real-time data, advertisers can adjust creative elements of their ads to better match consumer interests. This means changing parts of an ad, like images or text, based on current audience data, making it more relevant to the consumer. By partnering with Experian, Captify continues to see a rounded view of a consumer, allowing them to provide clients around the globe with data-driven creatives. These creatives achieve better results than standard ones and enable more meaningful connections with consumers.
Integrating search data into connected TV
Real-time search data plays a crucial role in enhancing the effectiveness of connected TV (CTV) advertising. Captify’s identity solution uses persistent identifiers from the Experian Digital Graph to extract value from onsite search data. Machine learning technology then categorizes these searches to understand consumer intent and create highly relevant audiences. By integrating Captify’s consumer intent data, advertisers can deliver more targeted and relevant ads on CTV platforms. This integration helps marketers reach viewers with content that resonates.
Ensuring multi-channel message consistency
Consistency in messaging across multiple channels is key for maintaining brand integrity and consumer trust. By using Experian’s identity data, Captify ensures that advertisers can deliver cohesive messages across various platforms, including TV, digital, and radio. This integration not only enhances ad targeting precision but also solidifies the brand’s presence, ensuring that every touchpoint reinforces the same core message for a unified brand experience.
Watch the full Q&A
Visit our Ask the Expert content hub to watch Amelia and Chris’ full conversation. In their discussion, they cover identity beyond identifiers, personalized advertising strategies, and the evolving consumer journey. Amelia and Chris also share about interoperability challenges in CTV and how Captify is using alternative IDs like Unified I.D. 2.0 (UID2).
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About our experts
Amelia Waddington, Chief Product Officer, Captify
Amelia is Chief Product Officer at Captify, leading the Product, Engineering, Partnerships and Insight teams globally. During her three years at Captify, Amelia has delivered on her product vision to put Captify’s Search Intelligence in the hands of all advertisers—unlocking competitive advantage for clients and partners in a way that’s omnichannel, strategic, open and future-proof. She has launched Captify’s Advanced TV, cookieless and data partnerships product lines. Amelia brings over a decade of experience in driving product strategy, underpinned by expertise across data science, machine learning, and analytics. She has a PhD in computational neuroscience and previous roles include product leadership at LiveRamp and Aimia.
Chris Feo, SVP, Sales & Partnerships, Experian
As SVP of Sales & Partnerships, Chris has over a decade of experience across identity, data, and programmatic. Chris joined Experian during the Tapad acquisition in November 2020. He joined Tapad with less than 10 employees and has been part of the executive team through both the Telenor and Experian acquisitions. He’s an active advisor, board member, and investor within the AdTech ecosystem. Outside of work, he’s a die-hard golfer, frequent traveler, and husband to his wife, two dogs, and two goats!
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As a marketer, you know that the digital landscape is always changing. That's why it's important to make sure you're equipped with the right tools every step of the way – no matter how rapidly things change. You want to ensure your strategies and tactics stay ahead of any changes in technology or consumer behavior, so what new marketing strategies should be in your toolbox in 2023? Discover what industry leaders from Experian, Adweek, FreeWheel, Tubi, and Instacart had to say about what should be in every marketer's toolbox in 2023 at Cannes. Keep reading to learn the top four new marketing strategies you need in your marketing toolbox for 2023 and beyond. 1. A plan for signal loss The first item you should have in your marketing toolbox is a plan for signal loss. The phasing out of third-party cookies presents both a challenge and an opportunity. This shift not only poses challenges but also opens up opportunities for alternative strategies. On the one hand, it makes it more difficult to track users across channels and measure the effectiveness of marketing campaigns. On the other hand, it forces marketers to focus on building relationships with their customers and collecting first-party data. Consumer behavior is changing When we consider signal loss in a traditional sense, we think of the implementation of iOS 14, where we couldn't track click-based data from campaigns. It's important to reflect on the fact that the paid media ecosystem needed to adapt to new consumer realities. Younger demographics are less likely to click on ads and instead engage in video environments. They discover brands through platforms like TikTok or Instagram. It's crucial to understand how people behave, where they discover products, and where influence takes place. This understanding becomes even more vital when targeting a young audience demographic. Four things to consider when planning for signal loss There are four things you should consider when building out a plan to address signal loss and fragmentation. Channel diversification You need to reach your customers on the channels where they are already spending time, such as social media, email, and your own website. You should work with platforms that have first-party data to understand how your customers interact with your brand. Data privacy You need to be transparent about how you are collecting and using customer data. You should also anonymize data whenever possible. First-party data First-party data is now more crucial than ever, awakening its importance in shaping our actions. The combination of channel diversification and first-party data will be essential in the years to come. By focusing on these two areas, you can build stronger customer relationships and create more effective marketing campaigns. Contextual targeting Contextual targeting is emerging as a viable method to deliver more relevant content to your intended audience. By embracing signal loss, the alternative new marketing strategies that are emerging as a result, and adopting a privacy-centric mindset, you can navigate cookie deprecation. 2. Collaboration The second item you should have in your marketing toolbox is collaboration within the AdTech ecosystem. To address signal loss and changes in privacy, moving toward a more collaborative, holistic marketing ecosystem is key. Two ways we can achieve better collaboration Here are two ways we can create better collaboration in the AdTech ecosystem. Enable interoperability We should aim to create an ecosystem that fosters collaboration between marketers, publishers, advertisers, ad tech companies, and more. When we enable seamless interoperability, everyone can use the best data available. Use clean rooms We are witnessing a growing trend of collaboration between parties, where buyers and sellers share data in these secure environments. Clean rooms can help us develop data strategies in a controlled manner. 3. Generative artificial intelligence (AI) The third tool you should have in your marketing toolbox is generative AI. Benefits of implementing AI There are three main benefits to implementing AI within your marketing strategy. Enables creativity Although AI and machine learning have long been part of our toolbox, this moment marks an extraordinary acceleration that expands our capabilities. Copywriters can now create visuals, and art directors can write compelling copy. It's an extension of what we're capable of, potentially alleviating the burden of repetitive tasks and enabling more time for collaboration, creativity, and strategic thinking. By embracing generative AI, we can preserve valuable talent, prevent burnout, and invigorate the advertising industry. Enables more personalization The rise of personalization with AI has significantly increased the demand for tailored experiences. People now willingly allow AI agents to read their emails, hoping for quicker and easier responses. This shift signifies a change in the previous emphasis on privacy and consumer preferences. Consumers now see the value in exchanging personal information for more targeted services. E-commerce has already witnessed this transformation with customized ads based on individual preferences and behaviors. For instance, if a CPG brand notices you're not purchasing meat, they won't serve you ads for meat products. However, it's crucial to strike the right balance between being useful and intrusive. Users want relevant information that aligns with their needs without feeling intruded upon. As we navigate this path, we must ensure that personalization remains beneficial and respectful of user preferences. Helps drive impactful results and customer satisfaction The tool is a perfect analogy for improving your job performance and business operations. Having the right data input to feed the machine is crucial, just like using the right ingredients to cook a perfect meal. Keeping the consumer in mind throughout the process is key. You can ensure customer satisfaction by putting the right ingredients in and allowing the machine to work its magic. Scaling up, repeating, and refining the process will drive impactful results. 4. First-party data The fourth item you should have in your marketing toolbox is first-party data. Benefits of implementing a first-party data strategy Moving from a third-party cookie world to a first-party cookie world brings about significant transformation. Here are two benefits of implementing a first-party data strategy. Greater accuracy The shift to first-party cookies ensures greater accuracy, enabling us to establish critical mass through secure partnerships. This empowers us to strengthen and refine our personalization capabilities, much like Amazon's ability to anticipate customer needs before they arise. When you can predict and understand customer behaviors with remarkable precision, you can reach your customers with tailored and creative ads. "Building a robust first-party data strategy should be a central discussion for marketers, involving key stakeholders such as CEOs and CMOs. Quality and precise data are paramount, and while first-party relationships with consumers form the foundation, even established brands benefit from strategic partnerships. Together, we can unlock the potential of accurate and meaningful data-driven marketing."jeremy hlavacek, cco, experian Identify high-growth audiences First-party data can help you identify audiences with the greatest growth potential, ultimately optimizing marketing dollars for greater efficiency. Watch our Cannes panel for more new marketing strategies for 2023 We hosted a panel with Adweek in Cannes that covered what should be in every marketer's toolbox this year. Check out the full recording below to hear from leaders at Tubi, Freewheel, Instacart, Adweek, and Experian. Watch now Check out more Cannes content: Our key takeaways from Cannes Lions 2023 Insights from a first-time attendee Exploring the opportunities in streaming TV advertising The future of identity in cookieless advertising Maximize ad targeting with supply-side advertising Follow us on LinkedIn or sign up for our email newsletter for more informative content on the latest industry insights and data-driven marketing. Get in touch Latest posts
It's back-to-school season. Knowing your target audience is an essential piece of planning a successful back-to-school marketing campaign. To get the most out of your marketing investment this back-to-school season, it’s important to understand how to identify and segment back-to-school shoppers so you can make sure that the right message reaches the right group at the right time. In this blog post, we'll cover how you can segment your target audience to create and deliver custom messaging tailored to individual groups. We'll discuss segmentation methods that uncover: Who they are Where they live What type of person they are How they behave and spend Here are our tips to accurately define and target your back-to-school marketing audience. Maximize back-to-school marketing with customer segmentation Customer segmentation is the process of dividing your audience into smaller groups based on common characteristics such as demographics, behaviors, psychographics, geographics, and more. The purpose of customer segmentation is to create a more personalized and effective approach to marketing. By understanding the unique needs and preferences of each segment, you can tailor your messaging, campaigns, and content to resonate with your customers on a deeper level. Benefits of customer segmentation Three benefits of customer segmentation include: Improved audience targeting Higher engagement rates Increased ROI Instead of addressing your entire customer base with generic messaging, segmentation enables you to deliver custom campaign messaging that speaks directly to each group. This personalized approach helps build trust and loyalty with your customers over time. Customer segmentation also allows you to better understand your customers, their motivations, and pain points, ultimately leading to more effective marketing campaigns. Types of customer segmentation When it comes to segmenting your customers, there are several methods to consider. By experimenting with different approaches, you can find the best fit for your business. Keep in mind that the most effective customer segments will differ depending on the industry. Let's review four types of customer segmentation that you can implement as part of your back-to-school marketing strategy. 1. Demographic segmentation Demographic segmentation categorizes consumers into groups based on shared demographic characteristics such as age, gender, income, occupation, marital status, and family size. For example, targeting college students during the back-to-school season with promotions on laptops is likely to be more effective than targeting retirees who may have less interest in such products. 2. Behavioral segmentation Behavioral segmentation divides customers into groups based on their demonstrated behaviors. This method sorts customers by their knowledge of products or services, attitudes toward brands, likes/dislikes about offers, responses to promotions, purchasing tendencies, and usage of products/services. Behavioral segmentation can help you identify the highest-spending customer segments, so you can budget and target more effectively. Through this type of segmentation, you can analyze each group's patterns, discover trends, and plan informed marketing moves for the future. In a back-to-school campaign, you could use behavioral segmentation to identify students who prefer to shop locally. You could then target students who value supporting local businesses and emphasize the importance of buying from local retailers during the back-to-school season. 3. Geographic segmentation Geographic segmentation involves dividing your target market into groups based on their physical locations. Geographic segmentation reveals aspects of a local market, including physical location, climate, culture, population density, and language. In a back-to-school campaign, you could use geographic segmentation to identify target audiences in colder climates who may be more interested in winter clothing and gear. You could also use geographic segmentation to target students living in college towns with messaging that speaks directly to campus life. 4. Psychographic segmentation Psychographic segmentation groups customers based on psychological factors such as lifestyle, interests, personality, and values. In a back-to-school campaign, you could use psychographic segmentation to target students who value sustainable practices, promote eco-friendly products, or offer incentives for recycling and reusing items. Watch our 2024 video for tips from industry leaders for back-to-school In our new Q&A video with Experian experts, we explore changing consumer behaviors surrounding back-to-school shopping in 2024. In the video, we discuss: Anticipated shifts in consumer behaviors and shopping habits Tactics we predict marketers will employ to navigate signal loss Which channels will be the most successful And more! Watch now Get in touch Latest posts
As I walked onto the buzzing streets of Cannes for the first time, my senses were immediately captivated by the energy that filled the air. I'd heard plenty about Cannes Lions, the globally revered International Festival of Creativity, but being in the midst of it all was an entirely different ballgame. 1. A visual extravaganza From the moment I woke up from my two-hour nap, (Seattle was a long way to travel to Cannes), I was awestruck by the grandeur of the festival. Usually known for its tranquil beauty, the city was alive and brimming with imagination. Massive installations, eye-catching billboards, and immersive media experiences were scattered over the two-kilometer stretch of La Croisette, transforming the city into a canvas of creativity. I saw firsthand how abstract concepts could be turned into palpable realities, especially those of Spotify, Yahoo!, and Stagwell's Sport Beach with their basketball court with stadium seating setup. 2. Nuggets of wisdom shared in panels The festival's days were jam-packed with thought leadership panels – each a masterclass in the ever-evolving universe of AdTech. Fortunately, as a member of the Experian team, I didn't have to travel far for unique panels; we hosted four panels throughout the week, and I was immersed in dynamic discussions about new trends, groundbreaking ideas, and the challenges ahead. One recurring theme that resonated with me was the intricacies of authentically connecting with consumers. Finding genuine human connections amidst digital chaos can be challenging in today's tech-driven world. These dialogues provided incredible insights into how we could maintain the delicate balance between personalization and privacy and effectively use artificial intelligence (AI) to enhance customer engagement without compromising the human essence in advertising. Watch our panels 3. Connect with your peers If Cannes Lions is known for anything apart from its creative inspiration, it's the unparalleled networking opportunities. The festival allowed me to interact with professionals from all corners of the world. Each exchange was not merely about exchanging contact details but building meaningful relationships. Will these first arcs lead to meaningful friendships? I sure hope so. 4. A comprehensive learning opportunity The most crucial aspect of the festival was the immense opportunity it offered for learning. I found myself constantly absorbing new information and insights from the panels, every conversation, and every chance meeting. 5. Juggle your time Effective time management was crucial for maximizing my Cannes experience, with many things happening concurrently. I would give myself a B- for this. During the day, when I had some downtime, I could have ventured to another panel, attended a networking event, or taken in a view of the city I didn't get. That's the biggest challenge, and the beauty of Cannes Lions is its unique blend of professional learning opportunities set against the backdrop of a picturesque seaside town, but how do you do it all? 6. Relish the experience My week at Cannes was filled with intense learning, insightful conversations, and eye-opening experiences, leaving me mentally drained and intellectually stimulated (I think those can happen concurrently). The festival left me with a renewed appreciation of why we do what we do in the AdTech industry: supporting the pursuit of creativity, the drive for innovation, and the desire to forge meaningful connections. Cannes Lions was more than just a festival – it was a week of stepping out of my comfort zone, gaining deep insights, and establishing relationships that I hope will last a lifetime. As I boarded my flight out of Nice, surrounded by adults with layers of event access bracelets, I was inspired and stacked with knowledge and ideas that will help drive meaningful marketing opportunities with our content and partnerships. The grandeur, the learning sessions, the networking, and the profound lessons exceeded all my expectations. My week at Cannes Lions was unique, intense, insightful, and unforgettable. It was an experience I can't wait to repeat! Follow us on LinkedIn or sign up for our email newsletter for more informative content on the latest industry insights and data-driven marketing. Get in touch Latest posts